Trends and opportunities in insights with CRIC and CAIP Canada

On this episode of the podcast, we got a peek at the Canadian Insights landscape and other global trends with our guests from the Canadian Research Insights Council (CRIC) and the Certified Analytics and Insights Professionals of Canada (CAIP Canada). We spoke with John Tabone, CEO of CRIC and Director of CAIP Canada and Grace Woo, Manager, Communications, Events and Sponsorships of CRIC and Manager, Member Value & Growth at CAIP Canada. They spoke with us about some of the greatest challenges and opportunities facing the research, analytics and insight sector both in Canada and globally, such as economic trends, data quality, maintaining trust, ensuring the industry is utilizing the latest technology and future skills and careers in the field – all themes that are critical to the continued growth of the sector.  

John kicks off the discussion talking about some of the impacts the economy is having on the industry and while there have been some upsets, he says that the fact is that people are going to need insights more than they probably ever have before. Consumer behaviors and attitudes are changing, and the insights industry can help businesses to understand how people are acting and thinking with solid data. This leads to the data quality issue, which is fundamental to the success of the industry as a whole. To move the needle on this, companies need to start prioritizing quality over cost, and stop treating sample as a commodity.

He touched on a new multi-association task force for data quality, bringing together CRIC, ESOMAR, MRS, SampleCon, the Insights Association and other organizations to address the issue. He says, that this “global initiative to fight fraud and data quality, with associations working together, we are really well positioned to deal with data quality risks and challenges.” He believes that a key marker that differentiates the insights and market research industry is a focus on standards, particularly around quality, and that communicating with the public about these high standards can help with engagement and participation.

John also touches on the explosion of new research technology that is transforming how our industry gathers, identifies and communicates insights and how these trends are going to make for some very exciting careers in insights. Grace delves into some of the skills that researchers will need for the future, and how their organizations are working with academic partners to promote careers in market research as well as tracking the skills that will be needed as the industry continues to evolve. She also discusses CAIP Canada and the educational requirements involved to become certified through the program.

We join in a brief discussion on privacy, new legislation that is on the horizon in several countries around the world – especially as AI continues to take a front seat. John talks more about technologies like this and how they are creating excitement as research technology transforms the way we collect, analyze and report on data. He says that generative AI is far from a threat but is a huge opportunity. “It is only a threat if companies in the industry are not paying attention to it.” Grace and John mention the upcoming conference, the Future of Insights Summit, that CRIC and CAIP Canada are putting on alongside ESOMAR on June 5-6 in Toronto, which will feature several sessions on AI and other new technologies for the market research industry.

They close out the conversation talking in more detail about CAIP’s certification and educational process, and helping individuals advance their careers through programs like ESOMAR’s “Research Got Talent” competition for young researchers and some of the projects that have come out of that type of collaboration.